The Spirit of Easter: Mondelez World Travel Retail launches seasonal activations
Easter-themed promotions for Milka at Paris Charles de Gaulle Airport
Mondelez World Travel Retail (WTR) is bringing the spirit of Easter to the industry with themed activations across key international airports.
Brands such as Toblerone, Cadbury, and Milka all have a key role to play as these initiatives aim to enhance the retail experience and engage travelers during the festive period.
Mondelez WTR noted that Easter is a significant holiday for confectionery purchases, deeply rooted in tradition, nostalgia, and family gatherings. Consumers view chocolate as an essential element of their celebrations and the cultural association of Easter with eggs and bunnies, which historically symbolize new beginnings and rebirth, has evolved into the practice of gifting themed chocolate during these festivities.
Milka, one of the top three brands in Mondelez’s portfolio, is celebrating the season with the campaign ‘Easter tastes better with Milka’. Cadbury, with eye-catching exhibitions, celebrates its British heritage and shares Easter greetings and Toblerone incentivizes travelers to gift Easter-themed items when they reunite with loved ones after their holidays.
Toblerone wishes travelers a Happy Easter at Dublin Airport
The Easter activations are being rolled out at high-traffic locations across Dublin Airport, Portugal’s Faro and Lisbon Airports, as well as Paris Charles de Gaulle Airport. Highlights include dedicated Toblerone sleeves featuring Easter eggs at Dublin and Lisbon, Cadbury and Travel Collection displays inspired by the arrival of Spring at Dublin, and Milka-themed decorations centered around bunnies at Paris CDG.
Running throughout March and April, the activations are signposted through floor stickers and vibrant decorations, elevating the differentiation of the industry and creating seasonal appeal.
Joost Rosmuller, Vice President of Special Businesses and Managing Director of Mondelez World Travel Retail, said, “We are excited to bring Easter to the airport, offering a delightful, immersive experience for travelers and a sales-driving opportunity for retailers. Festive displays featuring our iconic brands will engage travelers to bring home the perfect gift for their loved ones. For our retail partners, these targeted activations are designed to maximize category sales and capitalize on the increased traffic during the peak Easter travel season, driving conversion and higher basket sizes.”
